Case Study: Martin Flyer achieves a digital 20,000-product catalog and more effective selling with Handshake Corporation

How Handshake Helped One Jewelry Brand Sell More Effectively

Martin Flyer, a New York–based designer of engagement rings founded in 1945 that sells exclusively B2B, faced a major sales challenge: more than 20,000 SKUs and highly customizable products made its enormous paper catalogs and handwritten order pads impractical. Sales reps frequently lacked detailed SKU information in meetings, causing slow, error-prone order entry and difficulty showing the full product range.

Martin Flyer implemented Handshake to digitize its entire catalog on iPads, housing high-resolution images, pricing, detailed descriptions, and customer data with real-time syncing. The switch eliminated paper catalogs, enabled faster, more accurate orders (including at trade shows), kept reps up to date, and measurably improved sales effectiveness and rep satisfaction.

Martin Flyer

Cherian Chacko

IT Director